Labor has made a pitch to working parents stressed by the daily school drop-off and pick-up, promising $450m to boost after-school care programs.

Kevin Rudd made the direct appeal to families on the first full day on the campaign trail.

"A kid's development doesn't just begin at 9am and end at 3pm," the prime minister told reporters in Canberra. "The government will give parents a further helping hand."

The extra funding will be provided under the government's Better Schools plan and go to about 500 schools looking to set up after-school care programs or extend what they now offer.

Rudd said services could open as early as 7am and run to 7pm, while extra hours might be provided during school holidays.

Additional places would be available in areas where parents needed access to such care.

New services, such as music programs, supervised sport and homework clubs, would also be encouraged, with grants of up to $200,000 available to schools – "the practical stuff which makes that time before and after school useful and a fun place to be as well."

The measures, to start next year, would benefit 345,000 children aged five to 12 years.

The prime minister said families who accessed the improved after-school services would still be eligible for the 50% childcare rebate.

The union representing after-hours care workers said the funding would help meet the dramatic increase in demand for services.

"This new $450m program will go a long way to improving services offered to families, which can only make a positive contribution to children's wellbeing and to women's workforce participation," said the president of United Voice, Michael Crosby.

The Women's Electoral Lobby said it would boost work opportunities for mothers.

"We know that women's career opportunities are hampered by a lack of access to flexible and appropriate care for school-age children," said the lobby's national chair, Melanie Fernandez.